5 Trends for Infrastructure Acceptance
Get to know the 5 most important trends for successful communication of infrastructure projects.
Project communication is more complicated than ever. To successfully achieve acceptance from both stakeholders and citizens, target group-oriented communication is needed. We show how the acceptance dialogue with E&Z leads to the goal!
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Energy, transport, housing, new work – the infrastructure of our world is in the midst of change, and the majority of the transformation lies ahead of us. In most projects, local conflicts arise – because what is fundamentally recognized as right does not find acceptance among those affected for a long time.
We have gathered experiences in all types of infrastructure projects for over 15 years and developed our solution: acceptance dialogue. It integrates those affected – but also makes it clear who is affected and who is not. The main task of the acceptance dialogue is to synchronize central future issues with the will of the citizens.
In times of active citizens and ad hoc journalists, there are rules for the successful implementation of infrastructure projects.
1. Ensure the presence of positive arguments
As experienced consultants, we develop a predictable communication and a genuine dialogue for the successful implementation of energy and infrastructure projects. This includes not few critics who loudly determine the entire perception of the project in public.
Our arguments must be equally loud and agreeable. This also includes emotional issues – because facts usually do poorly against emotions.
2. Provide fodder for positive voices
The goal of communication is often primarily to gain the approval of local politics and multipliers. Potential supporters need to be equipped with arguments and encouraged to spread them.
For this, we create occasions and content. Anyone who feels they are alone as a supporter will prefer to remain silent.
3. Develop a strategy with a strong story
At the beginning of a project is the question of why – the story and the individual benefits for citizens, politics, and the economy. The added value must be credible and comprehensible. We develop the story and a target group-specific theme and campaign planning so that our topics dominate the debate.
4. Show a clear willingness to dialogue - with room for negotiation
Attention is a real success factor.
Those who make it clear that they take the dialogue seriously have a strong advantage. Dialogue only works if the concerns of the critics are genuinely addressed in the project. Not everything is possible, but individual design questions can be discussed.
Allow critics a victory sometimes. Only then is it a genuine dialogue and shows a willingness to talk – anything else is mere information.
5. Conduct targeted anticipation management
Acceptance is never as high as afterward.
It must always be made clear why it is worth realizing the project. The after becomes the before: Each milestone shows how the goal improves people’s quality of life.
And when it is finished, the world is a bit better – the longing for it can be used by every acceptance dialogue.
Are you planning a project and want to implement it as smoothly as possible? Do you suspect which groups might protest against it, but don’t know whether and how to communicate with them? Are you looking for potential supporters for your infrastructure project and want to make the silent majority visible? If you want to communicate strategically and target group-oriented before, during, and after the completion of your project, let’s talk.